Apple's iBeacon to Track Shoppers, Offer Recommendations

Annoying?

I feel like this would annoy people in the apple store that have it on. Walk by a phone, get a message asking if you want to upgrade. Walk by an ipad, get a message asking if you want to buy an ipad. Walk by a Mac, get a message asking if you want to buy a mac. Usually customers can find a checkout on their own. I'm curious to see if this will be anything that actually improves a shopping experience.

The Apple store in Yorkdale mall in Toronto has no checkout counter / desk. 100% of transactions are completed by people walking around in blue shirts carring iphones that have a monsterous attachment on them.